Mobile apps only pay off for businesses whose customers have a reason to return

A sales approach for mobile apps argues that an app's value depends on whether a business's customers have a reason to open it repeatedly. The author notes that an app icon acts as a standing invitation to return, so businesses that sell one-off purchases gain little from one. A quick test is to imagine the customer's phone and ask what would prompt an ordinary tap on the business's icon. The piece suggests the best prospects include businesses with frequently changing schedules, existing recurring revenue or repeat online sales, and appointment-based services that can benefit from reduced no-shows.